Aavesham's Box Office Journey: A Tale of Triumphs and Setbacks
Aavesham, a highly anticipated Malayalam film, has garnered impressive earnings of approximately Rs. 11 crore in its fourth week at the Indian box office, bringing its total box office collection tantalizingly close to the coveted Rs. 100 crore milestone. However, its remarkable trajectory was tempered by the onset of rumors regarding its imminent release on OTT platforms.
The film's momentum was noticeably hindered at the start of the week, plummeting significantly on Thursday upon its debut on Amazon Prime. This strategic move resulted in the termination of its screening in nearly 65% of cinemas in Kerala, a state known for its unwavering commitment to theatrical experiences.
In Kerala, the exhibitor association maintains a strict policy prohibiting the exhibition of films once they are made available digitally. While this stance may be perceived as stringent, it is rooted in a deep reverence for the cinematic art form. The prevalent four-week digital window is deemed insufficient, particularly in Kerala, where patrons tend to favor extended theatrical runs.
Despite these factors, Aavesham's remarkable performance in its initial weeks at the box office underscored its intrinsic appeal. Prior to the digital release controversy, it was poised to achieve a grand finale with earnings of Rs. 85-90 crore in Kerala alone, and a nationwide total surpassing Rs. 110 crore. However, its effectively curtailed theatrical run in Kerala has now cast doubt on these projections.
Production houses often justify digital releases based on the lucrative offers extended by OTT platforms. However, industry experts contend that this rationale is shortsighted. In the long run, abbreviated theatrical windows could spell doom for the cinema industry, compromising its foundational revenue stream. Digital revenues, while seemingly inflated at present, are forecast to stabilize in the future.
Aavesham's box office performance illustrates these challenges. Its reduced theatrical run in Kerala will likely result in curtailed earnings of approximately Rs. 76 crore in the state, with the nationwide total estimated at Rs. 102-103 crore. The anticipated release of dubbed Tamil and Telugu versions, which could have contributed an additional Rs. 10-20 crore, now appears improbable.
The box office collections of Aavesham at the Indian box office are summarized as follows:
Week One - Rs. 36 crore (8 days)nWeek Two - Rs. 30 crorenWeek Three - Rs. 22.50 crore
4th Friday - Rs. 1.50 croren4th Saturday - Rs. 2.40 croren4th Sunday - Rs. 3 croren4th Monday - Rs. 1.40 croren4th Tuesday - Rs. 1.20 croren4th Wednesday - Rs. 1 croren4th Thursday - Rs. 0.50 crore
Total - Rs. 99.50 crore
